January 30, 2014

Opening Keynote: A Look at Visa’s #GoinSix Campaign: Six Degrees of Innovation

Being active in social channels doesn’t guarantee marketing success, help a brand project the image it wants or leverage social’s biggest strength: the ability for users to share interesting content. This was the challenge Visa faced in February 2013, when the brand, which was heavily associated online with deals, discounts and financial information, took a hard look at its social strategy; it ranked 7th in community engagement in the financial services category according to Unmetric. It needed not only to lift its position among financial services brands, but to also entice users into sharing content about the experiences a brand like Visa can make possible. With its agency, MRY, the brand created #GoInSix, a campaign focused on six: 6-word stories, 6-picture vignettes, and 6-second films--a storytelling construct told through the lens of six. With the help of influencers, the campaign exploded to 284 million earned impressions, and yes, the brand moved to no. 1 in financial services, and no. 2 among lifestyle brands. We’ll kickoff this Social Media Insider Summit with a campaign that inspires, presented by MRY’s Matt Rednor.

Keynote

Matt Rednor , Chief Strategy & Innovation Officer, MRY

9:45 AM

Panel: Social Data in 2014: Learning to Love, and Leverage, the Onslaught

For most advertisers and agencies, the infrastructure for social marketing is in place. Your practice is staffed, you have a strategy, you’ve got a roster of vendors you feel you can rely on, you’ve got a clear idea of what social platforms you prefer, and, most importantly, you have the data to empower it all. But with Big Data can come big problems, which makes using data less useful than it could be, and this can slow down efforts to utilize it in the real-time ways that 21st century marketing requires. How are major agencies and brands conquering the data challenge, turning quantity into quality? How are they ensuring that they can analyze social data quickly enough to act on it? And how can you use improved data and analytics to improve ROI?

Moderator

Carree Syrek , General Manager/North America, Whispr Group

Panelist

Sean Black , Managing Partner/Group Digital Director, Mediacom

Anne Czernek , Senior Research Analyst, Millward Brown

Jack Harvey , EVP/Partnerships, Gnip

10:30 AM

Panel: Being Real-Time Isn’t Always Relevant: Finding the Right Time and Place for Your Brand

For all of the clamor in 2013 around brand newsrooms and real-time – not to mention Oreo’s now one-year-old Super Bowl tweet – something was missing when most brands tried to jump on the bandwagon: relevance. It’s one thing if you’re a baby wash brand and you use Twitter to welcome the royal baby into the world; it’s another if you see the royal birth as a totally incongruous opportunity to distribute discount coupons to your fast food chain. Being relevant in real-time is harder than it looks, and it also requires a customized look at what your brand offers and what your customers want. How are smart marketers figuring out when it is the right time and place for their brand’s voice? How can you tell when all you might be doing is “newsjacking” a current event? And how do you measure success? At this Summit panel, you’ll figure out how to be real-time … and relevant.

Yes, social data is all around us, but its ubiquity by no means makes social data complete. During this Social Media Insider Summit conversation, MediaPost editor-in-chief Joe Mandese will lead a discussion about what social data will measure in the future. While engagement metrics have been the primary ROI measure, what technologies are meeting the need to measure actual conversions to purchase? As targeting by social identity become more fine-tuned, how will we know when social targeting is too narrow, and when it is too broad? What is the future of sentiment tracking, as it moves from today’s positive, negative or neutral to measuring a broader range of emotions? And what happens when my smart car knows more about me than I do?

January 31, 2014

7:00 AM

Registration Opens

8:00 AM

Full Breakfast

8:45 AM

Keynote: Back to the Future: The Most Important Social Media Related Legal Issues of 2013

From storytelling and user generated content, to native advertising, data collection and privacy, the world of social media ends up touching upon many areas of the law. During this session, Vejay G. Lalla, Advertising, Marketing & Promotions Partner at Davis & Gilbert, will examine the most important social media issues of 2013 and discuss where social media is heading, its impact on privacy, how it continues to integrate into mobile, search, e-commerce, video and brand building, and the concerns marketers will face moving into 2014 and beyond. Lalla will also take a look at potential challenges marketers must recognize in order to maximize the benefits of using digital and social media platforms to amplify their marketing campaigns.

In marketing circles, it’s been one of the memes of the last year: “brands are publishers!” This session will look at what advertisers and agencies need to be doing once they’ve made the commitment to publish. While many brands have gotten their heads around their new roles as producers of content that goes way beyond the 30-second spot, this session will look at how brands are approaching content distribution, curating social content, using analytics to drive their content strategies and proving ROI.

Many have lauded the success of the rapid-response approach that led to Oreo's Super Bowl “Dunk in the Dark” tweet, but there is still little consensus on how to structure a brand newsroom. 360i, the agency behind the tweet, will share an insider’s perspective on how to become more timely and relevant by exploring various brand “newsroom” styles, as well as how to implement the right one for a brand. As brands and agencies react to the evolving digital and social landscape, understanding how to establish the right organization, infrastructure and process can help any brand become more agile, empowered and culturally relevant.

Presenter

Matt Wurst , Director of Social Marketing, 360i

10:45 AM

Panel: Community Managers Speak: What I Need to Do My Job

While the heads of social at agencies and advertisers focus on the big picture, the rubber truly meets the road when community managers directly interact with social consumers; it’s a job that requires good instincts, quickness, personality and a feel for the brand voice. But that’s not all. Community managers also need the support of those around them from simple empowerment to the kind of data that leads to better interaction. During this session, community managers tell them what they really need to do their job, and it’s not just a MacBook Air.

Social media is now swimming in actionable data, but that doesn’t mean brands and agencies should forget the power of coming up with the main course -- great ideas that people want to share. That’s where people like Jason Headsdotcom (nee Sadler) come in. From appearing on The Today Show for getting paid to wear t-shirts, to being on the front page of the USA Today for selling his last name, Jason has never been shy about using his creativity to get exposure for businesses and himself. Jason has created thousands of pieces of unique content on multiple social media platforms to support his businesses. Constantly optimizing the content for best consumption, and watching engagement trends has helped Jason to continue to grow his community and notoriety for his projects. In this Social Media Insider Summit session, learn how he combines data and creative to get brands noticed.

February 01, 2014

7:30 AM

Registration Opens

8:00 AM

Continental Breakfast

8:45 AM

Panel: Evaluating Social Platforms: Knowing When It’s Time to Branch Out

While most social marketers huddle around a few key social platforms, like Facebook and Twitter, it can sometimes be hard to figure out when it’s time to branch out and find your audience in new, compelling platforms outside of these stalwarts. During this Social Media Insider Summit session, panelists will discuss topics including: how to analyze your strategy and objectives to bring new platforms into the fold; making sure that the content you produce for a new platform truly takes advantage of its unique properties and ethos, and how to put in place a plan that can support and scale to the new opportunities a new platform presents.

Moderator

Jonathan Schwartz , CEO, Bullseye Strategy

Panelist

Carlos Gil , Manager, Social Media, Winn-Dixie

Susan Marshall , Senior Director/Product Marketing, ExactTarget

Lora Schaeffer , VP of Social, Resource

9:30 AM

Panel: Making Paid, Owned and Earned Data Work Together

When Edelman hired VivaKi’s Chris Paul late last year as the company’s first global director of paid media, it was the latest sign that paid, owned and earned media, which for decades have moved on parallel tracks, are increasingly coming together. The best social marketing strategies employ an alchemy that mixes all three together, playing them off one another for the benefit of the entire campaign. But most companies don’t have the luxury of putting the management of paid, owned and earned data streams under the same roof or even within the same silo within their organization; how do they get paid, owned and earned to work together? In this session, executives who’ve had to bridge these gaps discuss the best practices for breaking down walls, and building social marketing success.

Best Practices for Evaluating New Social Platforms - Table Lead: Timothy Doherty, Head of Agency Social Sales, KenshooGetting Paid, Owned and Earned to Play Nice - Table Lead: Teresa Caro, Senior VP/Social and Content Marketing, Engauge

11:15 AM

Conference Concludes

The Era of Data-Driven Social Media

Just a few short years ago, marketing in social media was largely guesswork, a tweet here, a pretty picture posted there, a video uploaded over there was often followed by a wait – to see if the content would garner shares, comments, fans and other metrics that denoted social media success.

But these days, it’s all about the data. So rather than just waiting and seeing advertisers are asking themselves how to leverage data for better targeting in social, how to merge paid, owned and earned media into a widely distributed piece of content, what metrics they should use to figure out when it’s time to broaden to new platforms – and what works on them – and so much more.

At MediaPost’s Social Media Insider Summit, you will learn how to better use social media in a data-driven era, from learning to love the deluge of data, to picking the right vendor solution, learning channels to distribute content, and more. There will also be case studies, a look at the legal issues that you should be paying attention to if you’re a social marketer, and a session where attendees will hear from community managers, those on the frontlines of the social media phenomenon. Join us!

This January’s Social Media Insider Summit will give attendees the insights they need to succeed right now in their social media marketing efforts. Hear case studies from leading brands who have been able to turn social media campaigns into results, how to be an always-on brand, what to do with all that data, plus the latest tips and tricks for running branded communities.

Further, people who come to the Social Media Insider Summit will also get something that too often is missing from the long roster of advertising and marketing conferences – the chance to really network.

Spend three days (in the warm sunshine!) building relationships with top-tier brand marketers and industry innovators in social media. Our half-day content sessions followed by resort activities, cocktails and dinner parties provide the perfect mix of intense knowledge sharing and connections with the people you want to meet and need to know.